Tony McGrath
31 October 2011
A recent survey from BrandAlley found 63 percent of U.K. shoppers intend to spend more or the same this holiday season despite a poor economy and the threat of a European debt crisis. Further, 70 percent of shoppers expect stores will be offering significant discounts and coupons before the usual sales in January, and consumers plan to use these deals for their Christmas shopping. Thus, the survey found stores that promote discounts and coupons early this year will likely see high sales numbers.
"For brands not wanting to detract from their full-priced items in store, having an online outlet to offer discounted stock can be the most effective way of securing sales whilst maintaining the consumer's experience of their brand on the high street," said BrandAlley CEO Rob Feldmann.
The survey also found U.K. shoppers have become savvier due to the tough economic climate, with 90 percent of respondents spending the same or less on clothes and shoes this year, and 91 percent expecting their future clothing and shoes purchases will be made at discounted prices. However, only 4 percent of U.K. shoppers have decreased their level of online shopping, as deals are found online.
In addition, a study conducted for retailer Kelkoo by the Centre for Retail Research in Nottingham, England, also found European shoppers expect to spend as much or more online for Christmas shopping as they did during the 2010 holiday season. The study predicted retail sales will increase 1.4 percent, repeating the gain seen last year, and online revenue will grow about 17 percent, while physical stores' sales are likely to drop 0.5 percent this season.
In 2010, online sales represented 10.7 percent of retail purchases throughout Europe in the six weeks leading up to Christmas, and the study anticipated the web will account for 12 percent of holiday retail sales in 2011.
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